From job candidates to entrepreneurs, people often face an inherent tension between the need to share personal accomplishments and the need to avoid appearing arrogant. We propose that humorbragging-incorporating self-enhancing humor into self-promoting communications-can signal warmth and competence simultaneously, leading to instrumental benefits. Four studies explored humorbragging as a potential solution to the self-promotion paradox. Study 1 demonstrated that a humorbragging (vs. self-promoting) resume attracted more hiring interest from recruiters. Study 2 showed that perceived warmth and competence mediate the positive effect of humorbragging on hiring intentions. Study 3 found that humorbragging entrepreneurs achieved greater success securing funding compared to entrepreneurs who used other kinds of humor. Finally, Studies 4a to 4c established that the positive effect of humorbragging on hiring intentions is unique to self-enhancing humor. Overall, the current research establishes the instrumental benefits of humorbragging and explains why and when it functions as an effective impression management strategy.
Keywords: humor; humorbragging; impression management; self-presentation; self-promotion.